richard gordon – “who needs celeb endrosers?.” he does!

brave words from richard gordon – he says “I don’t need endorsers.”  actually, he does need endorsers for his political campaign as he is trailing badly in the polls. he had a going-in problem, he started very late compared to the other presidentiables. he also sounded very tentative before the start of the campaign which disallowed him to build some momentum in his campaign.

don’t get us wrong – we like richard gordon. we think he is a viable option to the leaders in this campaign. but for him to say these things we think is really double speak or making excuses for his own inability to have endorsers in this campaign.  

gordon is a master of media and the brand image. he knows how it works and he knows how to make it work. he did that when he was the department of tourism. he was a huge success with his WOW Philippines campaign.  gordon is one of the more creative and media savvy national leaders. the only other person who can match him is senator juan flavier with his well loved  “DOH It” campaign.

this election is particularly a media bruising campaign with the heavy and early advertising campaign that villar launched a few decades ago. aquino may not have the same amount of mega ad dollars to spend but he shot up to dominant front runner on the strength of crazy brand image.

with the two leading contenders in this election on top due to strong advertising and stronger brand images, gordon who is languishing in the polls will need more than himself and brave but empty words to win in this election.

mass consumer advertising in this country puts celeb endorsement as the formula for successes. i would say close to 80% of the ads we see on tv uses celebrity endorsements from all types of brand and services. the need for celeb endorsements is no different for presidentiables.

this statement of gordon got him some media play but if he actually sticks to his statement, an election win is questionable for gordon.

  1. O_O
    February 18, 2010 at 10:18 am

    Though as he said sometime before, anyone who will endorse him free of charge and of free will are welcome to do so.

    What I believe he is saying here is that he doesn’t need to pay for endorsers.

  2. taga-Davao pud
    February 18, 2010 at 1:31 pm

    I agree with O_O. Unfortunately, I think people will misunderstand what Gordon means.
    Gordon is relying solely in the intelligence of the Filipino people to choose a president based on the right qualifications and not based on the influence of celebrities. This could be his downfall OR he may be proven correct.

    • February 19, 2010 at 8:00 am

      we live in a mass media world. in fact we have exchanged views in this blog through another mass media – the itnernet. (althought computer and internet ownership and usage is still low.) if these candidates do not use mass media, they will not win.

      gordon is a good candidate but he has no resources to win this eleciton. he has also not done enough to be more creative in getting for himself what he lacks.

      • O_O
        February 19, 2010 at 1:39 pm

        I understand about that, we have yet to see the creativity that got Gordon popular in DoT.

        But we shall see.

    • February 19, 2010 at 2:12 pm

      “Gordon is relying solely in the intelligence of the Filipino people to choose a president based on the right qualifications and not based on the influence of celebrities.”

      …And for these intelligent people to campaign voluntarily for him by word of mouth. I haven’t decide for him yet (I need a little more intelligence? hehe ), but if I do, I will convince others to vote for him. In my circle of influence, I hope to bring at least 15 votes for him. If the 1% for Gordon in the surveys would do the same, think of the ripple effect.

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